Journey Interactions Growing Exponentially Across Emerging and Legacy Channels

Jun 07, 2018


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Kitewheel, provider of the Customer Journey Hub, announced the release of its annual State of the Customer Journey for 2018. The report, based on an analysis of over five billion customer journey interactions between 2014 and 2017, provides insight into how brands are investing in customer journeys across a variety of verticals and channels.

This year’s report includes data on chat interfaces for the first time and also uses Kitewheel’s recently-launched Customer Journey Maturity Model for additional analysis on the sophistication of each industry’s journey campaigns. Overall, total customer journey interactions across the Kitewheel platform grew, exceeding 3 billion for the year.

Key findings from the report include:

  • Adtech - optimizing the delivery of targeted and personalized ads - saw the highest rate of growth, as marketers seek to target digital ads using customer interaction data
  • Financial services journeys grew at 129% YoY, as customer experience-based competition heats up among players in the industry
  • The retail industry has the highest degree of customer journey maturity based on Kitewheel’s maturity analysis, a first for this year’s report
  • Social media, once the most dominant channel by volume, declined another 60% YoY
  • In-store interactions are growing at 115% YoY, pointing to retailers’ demand for more insight into physical behavior
  • Mobile app interactions grew another 50% after skyrocketing last year, a sign that the overall trend towards app-based experiences is still a priority for brands
  • Chat, a new channel this year, now accounts for 1.5% of total interactions as chatbots evolve as a customer service tool, particularly for younger adult audiences

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